Unit:
Κατεύθυνση Δημοσιογραφία και Νέα ΜέσαLibrary of the Faculties of Political Science and Public Administration, Communication and Mass Media Studies, Turkish and Modern Asian Studies, Sociology
Author:
Spantidaki Anastasia
Supervisors info:
Αικατερίνη Σταυριανέα, Επίκουρη Καθηγήτρια, Τμήμα Επικοινωνίας & Μέσων Μαζικής Ενημέρωσης, ΕΚΠΑ.
Original Title:
Στρατηγική επικοινωνίας και marketing στον τραπεζικό κλάδο: Μελέτη περίπτωσης EUROBANK
Translated title:
Communication and marketing strategy in the banking sector: EUROBANK case study
Summary:
The banking industry today is constantly evolving, largely determining the course of the market. In the context of their wider competitive action, they are currently moving in the field of the internet, looking for solutions for development, communication, promotion and general acceptance by consumers and customer companies.
The object of this study is the investigation of the various instruments that banks in Greece use today in order to successfully position their actions in the markets, with a specialized study by Eurobank, trying to make it possible for a bank to reach the market, place its products and services, satisfy its customers to be able to meet the broader needs of consumers and companies.
For the implementation of the present work, a combination of the literature review on the internet and marketing products of the aforementioned bank was combined, followed by a quantitative research in which an appropriate questionnaire was used, which consists of 4 sections and sent to various social networking sites. used to process the collected data is SPSS. v.25.
The results of the survey showed that the bank's customers are quite satisfied with its services and especially the efficiency of Eurobank staff while a large percentage agreed that electronic banking significantly helps the bank in communication with the customer while there is clearly room for improvement. its communication policy.
Main subject category:
Social, Political and Economic sciences
Keywords:
E banking, Eurobank, electronic banking, strategic management, marketing mix.
